Acid Survivors Trust International (ASTi) has teamed up with British fashion photographer, Rankin, on a brand new campaign that aims to prevent acid attacks.
Partnering with McCann Health London, an IPG Health company, Rankin has created a Look Book — an essential fashion industry guide to the latest styles and fabrics.
Using acid attack survivor Patricia Lefranc as his model, Rankin has created standout photography for the Tear Couture Look Book to highlight the devastating effects of acid attacks, and in particular the specific link to the use of acid in the fashion, textiles, retail and manufacturing industries.
It aims to raise awareness of the issues associated with acid violence in a format that is familiar to those industries. The book is being shared with fashion, retail and textile business leaders to encourage them to engage with ASTi in helping improve standards of acid control.
Rankin commented: ‘I have a special affinity with the fashion industry and I’ve been delighted to see the changes that have taken place within the industry in recent years to make it more sustainable and responsible. When ASTi explained to me the issue of acid misuse within supply chains, I knew I had to take action.‘
With this campaign, ASTi aims to engage industry partners to strengthen processes for a more responsible supply chain.
Guy Swimer, Executive Creative Director at McCann Health London, added: ‘We needed to talk to the fashion and retail industries in a language that was specific to them, but with a hard-hitting message. We hope Patricia’s bravery to tell her story can help stop these attacks.’
Featured image: Patricia Lefranc for Tear Couture / Photographed by Rankin